Experimental Jetset, Gretel and more reimagine the Dolby “double-D” logo

Design studios including Amsterdam’s Experimental Jetset and GMUNK are among those who’ve reinterpreted the iconic Dolby “double-D” logo into new artworks to go on show as part of San Francisco Design Week.

Dubbed the Dolby Art Series, after the exhibition the pieces will be installed in Dolby offices around the world “in order to inspire employees and connote Dolby’s passion for advancing the science of sight and sound through creativity, invention and innovation,” according to the brand.

Among the 22 participants in the project are New York’s Greg Hahn, principal at Gretel (New York), David McLeod, and VolvoxLabs founding partner and creative director Kamil Nawratil.

Experimental Jetset offers up a fascinatingly complex rationale for its design: “Simply put: if we were to create an object in our studio, photograph this object and mail this photo to you, and you would then print this photo on paper, it would become an entirely different object again. It would be an object that mimics another object—a perfect example of the process of encoding and decoding audio.”